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Información inteligente: tecnología

En la sociedad conectada actual, la tecnología impacta a todas las industrias, generando oportunidades y acelerando la velocidad de la innovación.

Para mantenerse competitivas, las empresas de tecnología deben comprender la evolución de las experiencias y las elecciones de los consumidores.

Nuestros expertos en investigación de mercados para el sector tecnología ofrecen información relevante orientada a la creación de conceptos atractivos y ganadores, el posicionamiento de productos, sus estrategias publicitarias y las experiencias de compra y uso. Nuestra trayectoria en el sector del equipamiento tecnológico se extiende desde las tecnologías de la información (B2C y B2B), la electrónica de consumo, la fotografía, el equipamiento de oficina y las telecomunicaciones, hasta la investigación de sus usuarios y las tendencias de cada categoría.

TechTalk newsletter

Descubra las perspectivas, las tendencias y los datos más recientes del sector tecnológico en nuestra Newsletter TechTalk.

Últimas tendencias

Aquí puede encontrar las últimas tendencias del sector tecnológico. Siga leyendo

    • 05/10/16
    • Press
    • Media and Entertainment
    • Technology
    • Mexico
    • Spanish (Latin America)

    Hong Kong, América del Norte y los Emiratos Árabes Unidos tienen las poblaciones más "conectadas" del mundo.

    Hong Kong y América del Norte tienen los consumidores más conectados del mundo, pero las personas en los Emiratos Árabes Unidos se acercan rápidamente.
    • 05/10/16
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • Connected Consumer
    • Mexico
    • Spanish (Latin America)

    Connected Consumer Index

    GfK’s Connected Consumer Index provides a single measure covering how much, and on what devices, consumers in each of 78 countries and 8 world regions digitally connect with each other and with digital content. 
    • 10/17/17
    • Technology
    • Global
    • English

    Differentiated customer experience is key to success in marketing to Hyperconnected Consumers

    Digital disruption has changed the way of human life. In the last year, India has gone through massive changes that have impacted consumer behavior in a big way. Data explosion by telecom operators, mobile payment becoming way of life post-demonetization, online retailers pushing various buttons to increase the share of the pie, and offline retailers implementing omni-channel strategies and working on providing the same experience across channels. This is supplemented by the Government of India’s push towards the Digital India initiative. Brands are challenged to innovate and start reinventing things to deliver something so exceptional to their consumer, that it converts them into a repeat consumer of that specific product or service. The Hyperconnected Consumers: Today, in India, they constitute 10 percent of the Internet population. Earmarked to be the trendsetters of tomorrow, they form a very key and important consumer segment targeted by marketers. For this very reason, we launched an in-depth study to explore the attitudes and behavior of the fast emerging Hyperconnected Consumers in India. The much-anticipated findings were unveiled at an exclusive event “Discover the Hyperconnected Consumer in India” on September 7.

    Data is the new oil

    The event’s opening keynote presentation on Imagining Consumerism with Digital India delivered by Mr. Arvind Gupta, Head of Digital India Foundation and IT, BJP was very well received. He highlighted that the advent of Digital India has transformed markets and consumers, bringing new possibilities and opportunities for businesses to thrive. His memorable closing lines which left a deep impression, were probably one of the key event takeaways: “Data is the new oil, and India is the biggest producer of this oil. People who are better at mining, refining, and using this data will be the leaders of the future!” A few of the greatest drivers catering to India’s rapid digitalization are government initiatives such as Digital India and Make in India. What started as small movements are now touching everyone’s heart and leading to massive employment generation. Not only have they provided local brands with amazing opportunities to enhance themselves, but they have also enabled them to serve incredible products and excellent services to the Hyperconnected Consumers in today’s era. hbspt.cta.load(2405078, 'bc989a20-3076-499e-b9a6-75449c6bba21', {}); The event also brilliantly highlighted the importance of social media platforms and had two panels of experts carrying on discussions around The Hyperconnected Consumers in India. During the first session on Targeting Hyperconnected Consumers in the New Media Norm, high profile media industry leaders shared their own experiences on the challenges and opportunities arising from the new media landscape, and were in agreement that consumption of digital content does not differ much from mainstream television. But yet, today’s distracting world coupled with the Hyperconnected Consumers’ shorter attention span are factors making it more challenging than ever for marketers to effectively target and engage this emerging segment of the market. Sunil Lulla of Grey Group India did a fantastic job moderating the lively exchange between Gayatri Yadav (President & Head, Consumer Strategy & Innovation, Star Media), Achint Setia (Head, Business Development & Data Sciences, Viacom18 Media), Sameer Pitalwalla (CEO and Co-Founder, Culture Machine), and Lee Risk (Commercial Director, Media, GfK Asia).

    Strengthening relationships with customers using digital tools

    Furthermore, today’s demanding consumer wants more than just good value and it is essential for brands to continuously strengthen their relationship with their customers. The best way to deal with the digitally-connected consumers is to deliver them digital solutions by utilizing digital tools; social media platforms such as Facebook, Instagram, Twitter, YouTube, and others are already doing wonders in our lives. The simpler and more innovative a brand becomes, the better and smoother it is for them to win over customers. Dr. Fabian Buber from GfK Verein, in his presentation on Exploring the Digital Generation’s mindset, highlighted that today’s markets have become more transparent than they have ever been before. In today’s digital age, companies have lost the power to fully create their own brand image as they like to the Hyperconnected Consumers, who often contribute as a co-creator by sharing their experiences online.

    Hyperconnected Consumers changing the business model

    The other renowned personalities present during the event also talked about the game-changing business models that are a huge success in today’s changing scenario. The second forum had market veterans sharing their strategies on how differently they are Marketing to the Hyperconnected Consumers in their respective business. Rahul Singh (CEO and Founder) from The Beer Café and Arvind Vohra (Executive Director) from Gionee India revealed the ingenious ways they are collecting, mining and using data from their consumers to create personalized offerings for them. Facilitated by Anup Jain from GfK India, the session also drew constructive inputs from Pascal Bollon (Managing Director, GfK India). Anup Jain raised a question on the need to create marketing teams that focus purely on Hyperconnected Consumers. Studying Hyperconnected Consumers provides an in-depth view into the consumers of tomorrow, given the fact that they are early adopters and trend setters. The study examines how this tech-savvy group engages digital channels on a daily basis and what businesses should do to cater to the needs and wants of this unique segment of the Indian population. Connecting, engaging and retaining the Hyperconnected Consumer is a big opportunity for marketers and also an equal challenge that the path to purchase is no more linear and has become extremely fragmented in the digital age. It was indeed an enlightening and insightful event, which received much positive feedback from those who were present. On behalf of GfK India, I would like to thank the esteemed speakers and guests for taking time off to grace this event, as well as the rest, both within and outside GfK whose concerted efforts helped make this event successful! If you have any questions on The Hyperconnected Consumers study, please feel free to contact us at: apac@gfk.com. hbspt.cta.load(2405078, 'bc989a20-3076-499e-b9a6-75449c6bba21', {});
    • 10/12/17
    • Health
    • Technology
    • Global
    • English

    How do people around the world maintain their physical health?

    In an online survey of health habits around the world, nearly two thirds of respondents included getting enough sleep, eating healthy nutritious food, and exercising as activities they do regularly to maintain their physical health.  While these straight-forward activities should come as no surprise, several activities have risen in value from previous years, including “spending time with family, friends or pets”, “taking a break from technology”, and “following a specific diet”.

    The emergence of ‘quality time’ as part of a regular health routine

    In comparing this year’s results with previous years, we see that “getting enough sleep” has remained a constant as one of the most important activities in maintaining physical health, while ‘quality time’ is becoming increasingly more important.  “Taking a break from technology” has been one of the fastest rising activities (one in three are now including it in their health routine), and “spending time with family, friends, or pets” has climbed the ranks to be almost as important as exercising. While spending quality time with loved ones and unplugging from technology may not be the first thing that comes to mind when thinking of physical health, they do play an important role in people’s regular routines, and could present an opportunity for brands to connect and resonate with the right audience.

    Eating right and other physical health activities

    Eating the right food is just as significant for a physical health routine, with “eating healthy nutritious food” being listed as a top activity and “following a specific diet” being the fastest riser from previous years.  Health conscious brands may be seeing an uptick as a result, while fast food sales and brands thought of as unhealthy may struggle in certain markets. Other physical health activities listed in the global survey included “using skin care or beauty products” (46% of respondents do this as part of their regular routine), “meditating or using other relaxation techniques” (25%), “using herbal or holistic remedies” (23%), and “getting cosmetic/elective surgery or non-surgical procedures including dental” (10%). For brands, these findings can be helpful in successfully targeting high-potential audiences both globally and within specific countries, as definitions of physical health and the means for attaining it clearly mean different things to different cultures.

    About the study

    We asked 23,000 consumers (aged 15 or over) online in 17 countries to indicate which activities from a given list they do regularly to maintain their physical health. Fieldwork was completed in summer 2017. Data are weighted to reflect the demographic composition of the online population aged 15+ in each market. The global average given in this release is weighted, based on the size of each country proportional to the other countries. In 2014 GfK interviewed more than 21,000 consumers in 16 countries (excluding the Netherlands). Countries included are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, UK and USA. hbspt.cta.load(2405078, 'aa77ff05-5fe7-4ebe-841b-51058a6cd672', {});
Soluciones
  • Marca y experiencia del cliente

    Marca y experiencia del cliente

    Las marcas están bajo presión ya que deben desarrollar conexiones emocionales y relaciones con los consumidores que son los encargados de tomar decisiones comerciales.

  • Innovación en el mundo digital

    Innovación en el mundo digital

    Cuando los consumidores compran, buscan, se comunican, recolectan información e interactúan con empresas o marcas online, lo hacen de diferentes formas dependiendo del dispositivo o la pantalla que utilicen. Asimismo, esperan tener una experiencia consistente sin importar el canal o dispositivo que usen.

  • POS Tracking

    POS Tracking

    Tanto los distribuidores como los fabricantes están siempre bajo presión para desarrollar productos y servicios que maximicen las ventas y los beneficios, a su vez, conseguir que los clientes vuelvan.

    El éxito se basa en contar con los datos de ventas del canal minoristas más actualizados, al igual que comprender qué productos y servicios tienen un buen desempeño en el mercado (y cuáles no). Con esta información, las empresas pueden establecer estrategias claras para el crecimiento comercial y aumentar el retorno de la inversión. 

  • Experiencia del usuario (UX)

    Experiencia del usuario (UX)

    En la actualidad, se bombardea a los consumidores con promesas de experiencias fascinantes. Ellos son sofisticados y exigentes.  Para tener éxito, un nuevo producto o servicio debe ser intuitivo, útil, atractivo y deseable. La experiencia del usuario debe ser inolvidable.

    Los expertos en investigación y diseño de la experiencia del usuario  (UX) de GfK ayudan a nuestros clientes a crear y mejorar las experiencias de los clientes para productos y servicios tanto actuales como futuros.

  • Oportunidades de mercado e innovación

    Oportunidades de mercado e innovación

    Las marcas se encuentran bajo una presión constante para poder mantener la relevancia en un mercado cada vez más saturado. Es fundamental saber cuándo, dónde y cómo ofrecer experiencias atractivas que generen valor añadido tanto para los consumidores como para las marcas. 

  • Tendencias y pronósticos

    Tendencias y pronósticos

    La velocidad actual de lanzamiento de nuevas ofertas, junto a la disminución de los ciclos de vida de los productos, se traducen en una presión incomparable para que las empresas se mantengan a la vanguardia.  El comportamiento de compra de los consumidores está cambiando más rápido que nunca. 

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